PRE-PURCHASE BEHAVIOUR OF CONSUMERS IN DIGITAL ECOSYSTEM-A STUDY AMONG YOUTH

Abstract

(This study examines the factors influencing consumers pre-purchasing behaviour in the digital ecosystem among youth in India. The rapid growth of digital technologies has transformed the way consumers search for information, compare alternatives, and make purchase decisions. Factors such as online reviews, social media influence, website quality, price comparison, and consumer trust play a significant role in shaping consumer behaviour before purchase. Although digital platforms provide easy access to information, consumers often face challenges such as information overload and conflicting opinions. The study aims to analyse the impact of key digital factors on consumers’ pre-purchase decision-making process. A descriptive research design was adopted, and data were collected from 200 respondents using a structured questionnaire. Both primary and secondary data were used, and the collected information was analysed using various statistical tools, including correlation and regression analysis. The findings of the study are expected to provide valuable insights for marketers and businesses in understanding and influencing consumer behaviour in the digital marketplace.)